Nearly half of regular UK fast food customers want to eat less of it

27% will be spending less on fast food.

More than half of UK adults eat fast food at least once a month, but nearly half of those regular users say they intend to reduce their consumption this year, a report by Vypr said.

The data, which surveyed UK adults on their fast food habits, found 52% eat at a QSR at least once a month, with a committed core of 23% doing so weekly or more. A further 34% eat QSR food less frequently, and 13% never do.

Spending amongst regular users has been broadly stable, with 48% reporting no change since last year. But the balance tilts toward contraction, with 27% saying they are spending less, compared to 17% spending more.

The increase is concentrated amongst younger adults, with 30% of 18 to 24-year-olds and 37% of those eating QSR two to three times per week reporting higher spending. At the same time, 40% of 18 to 24-year-olds also report decreased spending, revealing a polarisation within the same age group.

The most commercially significant finding concerns the 35 to 44 age bracket. Some 61% of this group intend to reduce fast food consumption this year, the highest cutback intent of any demographic.

Women also show higher cutback intent than men, at 48% versus 41%.

The 9% of adults who eat QSR food multiple times a week generate a disproportionate share of sector revenue, whilst the monthly cohort of 29% represents the swing group whose frequency is most susceptible to economic conditions, health trends and competitive alternatives.